In 2019 More in Common developed and published messaging guidance which provides non-polarizing language for how to speak about immigration in ways that resonate across demographic and ideological lines. In developing this messaging guidance, we applied insights from our national segmentation study, Hidden Tribes, and specifically focused on speaking to the core beliefs of America’s Exhausted Majority. The positive results from this test underscored the communications impact that comes from combining our audience insights with messaging that weaves together multiple value frames to resonate with audiences of different backgrounds and beliefs.
78%
The percentage of Americans who agreed that America can be both Compassionate and strong.
53%
The percentage of Americans who agreed with the statement “The priority should not be on building walls, but on helping families and individuals to escape poverty and danger and begin a better life.”
Key Findings
I have been following More in Common’s research for many years. To actually have More in Common evaluate and study our work was a dream come true- it has informed every aspect of the creation and execution of One Small Step.
